Some time back, I have written about an idea where PR professionals pool in to share resources. I wrote that if we share information and resources among ourselves, no longer will we have an outdated mobile number of a journalist. We will know what others have done for a particular company in a particular sector and can contribute and compare our PR plans for a similar company. Whenever there is a crisis situation, we can run a brain storming in the industry on what can be done. Press conferences could be time-lined, journalists’ attendance can increase as everybody will keep the journalists free for the day. No longer have we had to face problems organizing media interviews for our clients, as I can chip in with our client as soon as your interview gets over. Whenever we are running a PR campaign, everybody can give in their ideas and make the campaign smoother as we go along. I admit it was a terribly weird idea.

But that was what I thought could be another angle to open source PR.

Now this is what I came across, may be everybody knows about it, and I am the last one to read about this. Nevertheless, it is called the first ever open source PR project, a brainchild of Elizabeth Albrycht, who is interested in gathering data and testing theories of the New PR.

Her proposal was this -in her own words- to invite a willing organization to conduct a totally open PR/marketing campaign with the help of the PR community at large…. The New PR community would not charge for this project, except for expenses, although we’d welcome donations. Everything…every step of the process takes place on the wiki. No secrets. No NDAs. Everyone is welcome to participate. We will do all of the traditional things creating websites, datasheets, press releases, databases, editorial calendars, etc. etc. etc. everything that is required. We do all planning, editing, etc. on the wiki. We coordinate via the wiki to do media relations and analyst relations. We invite the media and analysts to participate as well via the wiki. We chronicle our experiences on our own blogs. We encourage the company executive(s) to do the same on his or her own blog. At the end, we produce a research paper/case study for a leading communications magazine. It is written via the wiki.

Funny thing is she also asked in the end if people think she is crazy.

Now here is also another crazy though - (not the same, but sort of.. could it still be called an open source project, I doubt). Rememeber all the small companies, roadside coaching institutes, new management schools, local restaurants, etc., which keep on calling PR agencies but end up doing nothing because they couldn’t afford the hefty PR agency fees. (Well, not to forget these small timers are best attractions for our PR freelancers, who can get them 2-3 stories for Rs. 20k.) Now suppose what if one of the PR associations start offering free consultation to these small timers, through their websites. These businesses could write in their business briefs in detail and what are their objectives, problems, etc. Then the association can provide them all the instructions on how to solve these issues. Or in say how to contact jounalists, write to journalists, pitch a story, etc. The implementation part has to be done by the businesses themselves. But what else could they expect free? But well, there are some media relations activities that they can also do well themselves with proper consultation.

Why should PR associations provide such free service? For the sake of taking the profession forward, redefining the profession.

Not convinced? Ok then think about the time when you start getting letters from small businessmen from all corners of the country, small businessmen, SOHO/ SMB owners from B&C cities writing in, the word spreading across industry verticals - then you can open up your website for advertisements. Who would want to avertise? Those who want to reach out to these businessmen - lots of companies targetting small busiensses to sell their products, servcies, etc. Does this idea get someone thinking? Or does it still sound crazy?

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